Multi-Exhibition Synergy, 30,000 Buyers Await: The 2026 IIFB Indonesia - An Unmissable Order Feast for Coffee Businesses​

Indonesia's coffee output now ranks fourth globally. With 84% of its 280 million population having coffee consumption habits, this market is becoming a new hot spot for global coffee brands to compete for presence .

As the largest economy in ASEAN, Indonesia has a population of 280 million, with a continuously expanding middle class, injecting strong momentum into the coffee consumption market. In this tropical nation known as the 'Land of a Thousand Islands,' coffee is not just a beverage but is integrated into daily life, boasting a consumption history of over three hundred years. From May 7th to 10th, 2026, the Indonesian International Food and Beverage Trade Show (IIFB) and MoreFood Expo will be held at the Jakarta International Exhibition Center. This exhibition has been included in the China-ASEAN 'Entering ASEAN Thematic Exhibition,' enjoys policy support, provides a strategic platform for enterprises to enter this market, and assists Chinese companies in exploring the new blue ocean of the Indonesian coffee market .

Market Consumption: Vast Base and Growth Potential

The Indonesian coffee market has a solid foundation and a vast consumer base. Data shows that coffee has a national penetration rate of 84% in Indonesia, with 70% of Indonesians stating they drink at least one cup of coffee per day. This consumption habit permeates all urban strata, with intense coffee consumption enthusiasm in both first-tier cities and second-tier cities .

The young demographic structure brings sustained growth momentum to the market. Indonesia's average age is only 29.7 years, making it a very young country. As the economy grows and per capita disposable income increases, coffee consumption shows an upgrading trend. Annual average coffee expenditure growth is 8.2%, with consumers transitioning from traditional instant coffee to freshly ground coffee and specialty beverages .

The market exhibits a multi-tiered consumption structure. Traditional 'Warkop' (small stall coffee shops) offer a cup of coffee for only 5,000-10,000 Indonesian Rupiah (approximately 2-7 RMB), targeting the mass market; while international brands and local specialty coffee shops aim for the high-end market, meeting the middle class's pursuit of a quality lifestyle. This diversified structure provides development space for coffee brands with different positioning .

The Ready-To-Drink (RTD) coffee market is growing rapidly, with such products generally priced lower than mainstream chain coffee shops, offering significant cost-performance advantages. However, the growth rate for RTD coffee sales in 2025 is forecasted to be 3%, which would be the lowest growth rate since the pandemic, indicating the market is maturing .

Resource Endowment: Nature's Generous Gift

Indonesia straddles the equator, comprising over 17,000 islands. The tropical rainforest climate provides ideal growing conditions for coffee. It is the world's fourth-largest coffee producer, with a cultivation area of about 1.2 million hectares, 98% of which is operated by smallholder farmers .

Data from the USDA shows that Indonesian coffee production for the 2025/26 year is forecast at 11.3 million bags (60 kg each), an increase of 5% from the previous year .

Diversified coffee varieties and geographical indication certification strengthen competitiveness. Indonesia has registered over 30 geographical indication coffees, such as Sumatra Mandheling and Kopi Luwak, whose unique flavors are highly recognized in the international market. As Indonesia's middle-class population expands and the domestic market continues to grow, this dual advantage of resources and market becomes increasingly evident .

Success Stories: Localized Practices of Chinese Brands

The Indonesian market has become an important testing ground for Chinese brands expanding overseas. TOMORO Coffee, founded by former core executives of Luckin Coffee, opened over 600 stores in Indonesia within just two years and achieved profitability . It provides coffee of good quality at prices significantly lower than Starbucks (approximately 12-15 RMB/cup), accurately capturing the broadest consumer base. This success case validates the huge potential of China's mature business models, supply chain management, and digital operation experience in the Indonesian market .

Brand localization is the key to success. Indonesian consumers prefer sweet tastes, and palm sugar is a local specialty. Successful brands fully consider local taste preferences in product development. For example, TOMORO Coffee's Palm Sugar Latte once topped the sales chart .

In terms of marketing strategy, successful brands focus on integrating local culture, customs, and consumption scenarios. Indonesians enjoy socializing and relaxing in cafes, so store design needs to include ample seating and comfortable rest areas, rather than simply pursuing minimal space. Meanwhile, leveraging Indonesia's high internet penetration rate and the younger generation's reliance on social media, digital marketing is an important means for brands to stand out .

2026 Indonesia IIFB: One-Stop Solution to Break Market Barriers

The 2026 Indonesia International Food and Beverage Trade Show (IIFB) will adopt a multi-exhibition linkage model to provide enterprises with a one-stop market development platform . During the exhibition, four vertical professional exhibitions will be held concurrently, covering the entire industry chain and creating industrial synergy effects:

1. Indonesian Franchise & License Expo (FLE)
   
2. Indonesian Cafe & Brasserie Expo (CBE)
   
3. Indonesian Coffee Festival (ICF)
   
4. Indonesian Chocolate Expo (ICE)
   

The exhibition site can reach over 30,000 professional buyers, encompassing diverse procurement groups such as chain supermarkets, importers, and hotel groups, helping exhibitors achieve efficient cross-category customer acquisition .

Furthermore, with the deep support from authoritative institutions including the Indonesian Ulema Council (MUI), the Indonesian National Research and Innovation Agency (BRIN), the Indonesian Food and Beverage Manufacturers Association (GAPMMI), the Indonesian Coffee Committee (Dekopi), the Indonesian Chefs Association (ICA), the Indonesian Specialty Coffee Association (AKSI-SCAI), and the Indonesian Packaging Development Federation (PDF), enterprises can quickly access green channels for Halal certification and connect with leading buyer resources, effectively breaking down market access barriers .

Additionally, the 2026 Indonesia International Food and Beverage Trade Show (IIFB) and MoreFood Expo have been included in the China-ASEAN 'Entering ASEAN Thematic Exhibition.' Qualified enterprises can apply for special policies under the China-ASEAN cooperation framework, receiving up to 50% subsidy on booth costs, significantly reducing the cost of expanding overseas .

For Chinese coffee enterprises seeking to expand overseas, Indonesia is not only a blue ocean market for coffee but also a strategic springboard into Southeast Asia. Participating in the 2026 Indonesia International Food and Beverage Trade Show (IIFB) and MoreFood Expo will be a crucial step for enterprises to seize the first-mover advantage in this market .